The brief
When last-minute changes left a Mission: Impossible-themed F1 activation as little more than an empty stand and a graphic, Primatix was asked to step in for the sports experience agency Velocity Experience and build a photographic activation before the live event.
The call came on the Monday, a week before the event went live. The conditions were tight: a 2.5m ceiling, a semi-outdoor space, and very little time.
The idea
We took our cue from the film's most recognisable image, Tom Cruise hanging off the back of a moving train, and built the shot around it.
Building the experience
Most of the work happened on site. After mocking up early shots in the workshop, we used the Primatix AI background-removal service to drop each guest into the scene, with an overlay to help them line up. An overhead relay screen let people position themselves while a brand ambassador guided them through. To match the captured image to the background, we applied a film-grain filter so the composite read as one photograph.
The takeaway
Finished shots appeared on screen, and guests scanned a QR code to take their image away. The activation worked because it was physical: guests did something that fit the stunt-driven spirit of the series and left with an image tied directly to it, built and delivered in a week under real constraints.
More on the AI photo booth we ran here, the AI trading cards we build for motorsport and sponsorship activations, or the rest of our case studies.
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